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At close to 1.8m tall, former Fashion Quarterly and Cleo magazine editor Leonie Barlow is long and lean — and says she is undeserving of "lardo status".

"For me, 72kg is standard but it's also just a number," Barlow said.

"My body mass index (BMI) is well within the healthy range and I look after myself," Barlow said.

"As a mother I am acutely aware of the type of message I am sending to my children and want them to grow up with a healthy respect for themselves and others."

Barlow goes to the gym and watches what she eats — but her motivation is strength and well-being rather than weight control. Online editor of Flossie.com Jenene Crossan also tips the scales at 72kg — but also runs to and from boot-camp, eats a gluten free diet and will soon compete in the the gruelling Tough Mudder — a 20km obstacle course through mud.

"I would describe myself as athletic and extremely fit but I am also in the 72kg club," Crossan said.

Crossan said the debate after the "heifer and lardo" comments was healthy and long overdue. "The positive is that it has got women talking about what they weigh and how ridiculous relying on the scales is," Crossan said.

"Women punish themselves by putting themselves on scales. We need to change that."